Morra Aarons- Mele - Shorenstein...

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Morra Aarons- Mele Using Social Media to Launch Your Campaign or Organization

Transcript of Morra Aarons- Mele - Shorenstein...

Page 1: Morra Aarons- Mele - Shorenstein Centershorensteincenter.org/wp-content/uploads/2012/07/AaronsMele_HKS... · Morra Aarons-Mele Using Social Media to Launch Your Campaign or Organization

Morra Aarons-

Mele

Using Social Media to Launch Your

Campaign or Organization

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Moms who blog have become citizen

journalists, and remarkably, the top 15

mom bloggers influence more people

than the New York Times.

-- Forbes

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Assess Needs

Influencers/Stakeholders

Email addresses/Database?

Advocacy?

Money?

eCommerce?

Brand awareness? Media?

Consumers

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Roadmap for Digital PR

Know what you stand for

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Adapted from KPCB Internet Trends 2011

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What you’re up against

• Each day, US adults absorb:

• 34 GB data over 11.8 hours (USCD)

• 65% of online adults use social media (Pew)

• Adults using the internet as primary news source up 17% between 2009-2010 (Pew)

• 1 in 4 adults accessed most of their 2010 campaign news online (Pew)

• 3-fold increase from 2002

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Social Media is not a Silver Bullet

• Social media isn’t a SOLUTION, it’s a tool that can be deployed

strategically in support of a larger organizational or campaign goal.

• A brilliant social media strategy cannot compensate for a campaign or

organization that lacks a strong, memorable brand.

• Social networks are the interactive visibility tool of the digital age

• Thousands of followers or “likes” don't directly translate action

• Social networks are only one tool at your disposal

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Social Media - Digital PR

• Analogous to PR

• Shape MSM narrative

• Opportunity favors the

prepared

• Quality over quantity

• “Long tail” persistence

• SEO advantage

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Roadmap for Digital PR

Know what you stand for

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Baseline:Website

•Your website houses your content

•Content’s purpose:

•Who I am (delivering on the brand promise)

•How/where you can join me

•What I’m doing and why it’s important

•Who pays the bills/Contact/Customer Service

•Most people won’t come back to your site voluntarily…you need to go

out and get them

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Use your Channels for Messaging

Content and Voice

•Search engine visibility

•Presence on major platforms and networks

•Supplement w/ ads if appropriate

Building the Relationship

•Twitter (especially to engage media and influencers)

•Email list

•Know what your competitors/colleagues are doing

•Influencers

Niche marketing, not mass

•Use channels to tailor your message and make it relevant

•Build relationships

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Start to Make Friends

Identify Your Landscape

• Who is influential

• Where do they hang out?

• Who is their network?

• Do they want to get to know you?

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Use Twitter to connect directly with influencers

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Use Facebook to connect with consumers

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Evolution of Linkedin

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It’s still ok to Blog…

•Share unique information with

assets (e.g., videos, photos)

•Be yourself

•600-800 words

•Great headlines (SEO)

•Tag, categories

•Link and blogroll

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Be a good host

•Write

•Publish

•Connect

•Reciprocate!

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Platform: Ellen Galinsky, President of the Families and Work Institute

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More than 4,000 tweets were posted during the three

presidential debates and vice presidential debate, garnering

more than 16 million impressions.

Case Study: #BlogForObama | The Debates

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We asked #blogforobama members to post to their blogs “endorsing” Pres. Obama. Of our approximately 104 list members, we received 51 endorsement posts over the last three weeks of the campaign. These women received more than 4.1 million unique page views last month and have 308,831 personal Twitter followers.

Rebecca Woolf, Girls Gone Child I am voting for Obama tomorrow because I have faith in my president and what he

is capable of doing, protecting, rallying behind. I'm voting with the faith I have in

people. In women to make their own choices and friends to marry for love. I'm voting

with the faith I have in science and the environment, in education and disaster relief.

I'm voting with the faith I have in other countries and their people. I'm voting with

100% faith that Obama represents the best of what we can be as a nation in the

world. While the second debate was about drawing

succinct differences between the candidates, this

third and final debate seemed to say: here is the

Commander-in-Chief and over there is a guy that

likes to pretend. Romney came in with a

marketing plan and, according to post-debate

polling, left the loser.

Liz Henry, iVillage

Before you go dismissing my decision as nothing

more than the black lady voting for the black dude,

let me be very clear: I’m not looking at melanin; I’m

looking at policy. Does his skin color matter to me?

Of course it does...Still, my connection with Barack

Obama lies not in the color of his skin, but the

content of his character—the part of him that

appeals to me as a woman, a mother, a provider, a

small business owner and an American with a brain

and a conscience.

Denene Miller, My Brown Baby

Korinthia Klein, Korinthia’s Quiet Corner

Because when my husband was deployed to Iraq for a second time, and I had

faith that the Commander in Chief was invested in his safe return, I could finally

trust the decisions being made at the top. I didn't for a minute think that

President Obama would blithely say he found it easy to sleep at night.

But I finally do. I'm voting for Barack Obama on November 6th.

Case Study: #BlogForObama | Endorsement Posts

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Advocating for good: Blogust

Strategic engagement with social media moms and dads from the beginning of the Shot@Life campaign

and deep integration of online influencers with the Champion program culminated in Shot@Life’s Blogust

campaign. The highly successful Blogust featured 31 of the most influential parenting bloggers.

•$200,000 in funds for childhood

vaccines unlocked

•29,000,000 online media impressions

•11,000 comments

•10,000 lives saved

“Shot@Life has one of the most impressive

campaigns for social good that I’ve ever

seen. People are going to write case

studies about what you are doing…I’m

amazed.”

- Bloganthropy.org

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Case Study

Jennifer Egan

• Pulitzer Prize

winning author

• Her story, “Black

Box,” was tweeted

by The New Yorker

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Case Study

Jennifer Egan

I’d also been wondering about how to

write fiction whose structure would

lend itself to serialization on Twitter.

This is not a new idea, of course, but

it’s a rich one—because of the

intimacy of reaching people through

their phones, and because of the odd

poetry that can happen in a hundred

and forty characters.

- Jennifer Egan, in an interview with

The New Yorker, on why she chose to

write a story in 140 character

paragraphs

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If you have 30 minutes per day...

•Make friends online

•Engage on social media sites on a daily basis

•Respond to inquiries from friends, followers, influencers

•Monitor and respond online chatter

•Tweet three times a day and update your Facebook twice a

day

•Write a blog post

•Create and maintain your blog with a daily blog post or use

the time to write 2-3 blog posts per week

•Set up paid media if appropriate

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Now, find what’s working best